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What is Marketing?
Marketing is a very popular major among students in the United States, as graduates are generally considered qualified candidates for a wide variety of professions across most industries. In fact, the knowledge and skills obtained while enrolled are often applicable to any industry. Indeed, most companies and organizations depend on individuals with expertise in this field to assist with advertising and promoting the goods and/or services they sell. This makes marketing a great degree for those who already have a specific occupation in mind, as well as those who are undecided.
Those interested in this profession should realize that there are actually many different kinds of marketing professionals. Companies and organizations across almost every industry require at least some assistance advertising their products and/or services. As a result, there are often significant differences between positions, with responsibilities and daily tasks sometimes differing wildly. Even occupations with the same title are often distinct, making it essential for job-seekers to review descriptions, requirements, and expectations carefully before applying.
While opportunities will vary based on employer size, industry, and outlook, some elements are relatively standard throughout the field. In general, most marketing professionals are tasked with identifying and utilizing various strategies and techniques to attract customers and clients.
Other common responsibilities often include:
- Negotiating advertising contracts
- Evaluating prospective campaigns
- Initiating market research
- Analyzing research findings to understand customer preferences
- Developing pricing strategies
- Meeting with and advising clients
- Hiring and overseeing marketing staff
The most successful marketing professionals tend to be good at collaborating with other workers such as art directors, advertising sales agents, and financial staff members. They are also usually good at organizing events, contests, and/or giveaways.
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Online Marketing Education in Wyoming
According to the US Bureau of Labor Statistics (BLS), employment for advertising, promotions, and marketing managers is expected to increase by 10% from 2021 to 2031. This is faster than the average for all occupations and will result in approximately 35,300 job openings each year. While many of the positions are expected to result from the need to replace workers transferring to different occupations or exiting the labor force, increasing demand for professionals capable of creating effective marketing campaigns is also a factor. More and more businesses throughout the nation are actively seeking individuals with this skill, as it has proven a valuable asset to most companies and organizations.
It is important to realize, however, that some aspects of the field are actually declining. The demand for printed advertisements, for example, is expected to decrease more and more over the decade. As online marketing options become more effective, professionals will need to adapt the mindsets and tactics. This means that prospective professionals will benefit from focusing their attention on learning how to utilize new advertising platforms such as websites, social media, and live chats. Those who study and gain experience related to the creation and maintenance of digital media campaigns are likely to have the most success.
Professional and business services is the fifth largest industry in Wyoming, accounting for $6.4 billion of the state’s revenue each year. As previously mentioned, however, graduates will also be able to find work in other top sectors. Training and experience in marketing can lead to jobs in real estate, education services, healthcare, finance, manufacturing, wholesale, retail, arts, entertainment, recreation, accommodation, food services, construction, and information.
Based on data provided by the BLS, Wyoming employed 610 market research analysts and marketing specialists as of May 2021. While this number may seem low, it does not take into consideration the amount of professionals completing marketing tasks in other occupations such as media buyers, graphic designers, copywriters, and more. As previously mentioned, most companies and organizations employ at least one employee with marketing expertise.
Pay potential for this field is also worth noting. The annual mean wage for these professionals in Wyoming was $60,740 in May 2021. This is above the state’s annual mean wage of $52,110 for all occupations.
Many colleges and universities offer marketing majors and minors, as well as undergraduate and graduate certificate programs. Online learning also makes it easy to enroll and study from nearly anywhere in the world with internet access. While this is often appealing to prospective students, especially those who plan to attend school part-time due to other obligations, those who intend to seek employment in Wyoming may want to give preference to academic institutions within the state. Local colleges and universities understand regional standards better than other schools and often adjust curriculums to meet employer requirements and expectations. It’s also common for institutions to establish relationships with nearby companies and organizations, which can make it easier to secure internship and/or employment opportunities.
Most marketing professionals in Washington have completed some amount of higher education. While some of the most basic positions in the field may be attainable with self-taught knowledge, the majority of employers expect candidates to have degrees in marketing or a related subject.
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There are many colleges and universities to choose from in Washington, many of which offer marketing degree programs. In fact, it’s possible to major in marketing at the associate, bachelor’s, master’s, and doctoral levels. Some academic institutions also have undergraduate and/or graduate certificate programs available, which often take less time to complete and may be sufficient for entry-level jobs or specialization in a particular sub-field. Depending on prior education, certificates can also be helpful when transitioning from one career to another.
In most cases, those with more education will have access to the best and most lucrative marketing jobs. Attending graduate school is relatively common in this field, especially for those planning to pursue supervisory roles.
Online Associate Degree in Marketing (AS)
Associate degrees in marketing generally consist of 60 credit hours of coursework that take full-time students approximately two years to complete. As undergraduate programs, associate degrees typically include both general liberal arts and major-specific education. This provides students with a broad introduction to higher education as a whole, as well as the marketing field. Curriculums vary, but those enrolled can expected to study basic written communication, math, and social science subjects in addition to social media communication, business law, international business, and human relations in administration.
This type of degree is ideal for those who plan to seek entry-level employment related to marketing in Wyoming but do not want to spend the time or money pursuing more advanced degrees. Associate programs are frequently offered by community colleges, which charge less per credit hour than traditional four-year institutions. As a result, students spend less on their education, enter the workforce faster, and can begin earning incomes sooner.
Graduates may have limited employment opportunities, however. While some entry-level jobs are available, those with more education may be competing for them as well. This is particularly true for larger advertising agencies or marketing companies. In most cases, those with associate degrees can expect to qualify for work as office managers, store managers, and customer service representatives.
Not all graduates seek employment right away, however. Many choose to pursue bachelor’s degrees in marketing. Undergraduate credits earned at this level can be transferred and applied toward four-year programs, with most institutions accepting up to 60 or 90 semester hours. This can allow students to enter as juniors instead of freshmen, which drastically decreases the amount of education remaining.
Online Bachelor's Degree in Marketing (BS)
Online Bachelor’s degrees in marketing often consist of around 120 credit hours of coursework that takes full-time students approximately four years to complete. As undergraduate programs, bachelor’s degrees typically include both general liberal arts and major-specific education. This provides students with a strong academic foundation, as well as with a thorough introduction to the marketing field. Curriculums vary, but topics commonly covered include communication, digital marketing, product design, and marketing research. Those enrolled may also have opportunities to select concentrations, or specializations, in related subfields.
According to the US Bureau of Labor Statistics, bachelor’s degrees are generally considered the education standard for marketing professionals throughout the United States. Individuals working in advertising, promotions, and marketing management, in particular, will require this level of higher education. Notably, graduates often experience greater job security and receive higher salaries than those with associate degrees.
Some graduates choose to continue their education even further by enrolling in master’s degree programs, though usually not until they have at least a few years of experience in the field. These improve employment prospects and pay potential even more. Those interested in this should be prepared to meet minimum grade point average (GPA) and Graduate Record Examination (GRE) test score standards.
Online Master's Degree in Marketing (MS)
Master’s degrees in marketing generally range from 30 to 60 credit hours of coursework that take full-time students approximately two years to complete. These programs no longer incorporate general liberal arts education into the curriculum. Instead, instruction focuses solely on the most important core marketing subjects. It’s also common for students to select concentrations in related sub-fields to prepare for more specialized employment after graduation.
Many academic institutions offer master’s marketing degrees, but some students opt to pursue Master of Business Administration (MBA) degrees. An MBA can be a highly beneficial option, especially when marketing is selected as a concentration. These programs cover many of the same subjects but place greater emphasis on the technical aspects of business planning and execution.
It's important to realize that master’s in marketing or business administration are not a standard requirement for most professions in the field. These degrees are best suited for individuals interested in supervisory roles. They can, however, significantly increase the number of employment opportunities available to all graduates. Earning one tends increase income potential and can lead to more promotions. Some of the most common jobs available after graduation include marketing executive, account director, product marketing manager, senior marketing manager, and search engine optimization director.
Online PhD Degree in Marketing (PhD)
A PhD or doctorate in marketing generally consists of between 90 and 120 credit hours that take full-time students four to seven years to complete. Curriculums vary, but they tend to focus heavily on analytic measurements, as well as quantitative and qualitative research methods. Students often spend the first few years of this degree receiving instruction in traditional classroom settings, but later they transition to independent study and research. After meeting academic requirements, those enrolled are typically expected to defend written dissertations before a board of experts in the field.
This type of degree is only required for certain marketing occupations in research and/or higher education. Graduates may also qualify for high-level jobs as marketing directors and chief marketing officers.
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Become a Marketing Manager in Wyoming
The first step to becoming a marketing professional in Wyoming is setting clear and achievable career goals. Now that you know there are so many employment options available in this field, it’s important to narrow your focus by identifying one or two professions that interest you most. Once you research the standard qualifications for your select occupations, you will have a much better understanding of the type of education, training, and work experience needed to be successful. This is particularly relevant when trying to find an appropriate marking degree program.
Prospective students should be aware, however, that marketing professionals do not always require degrees in marketing. In some cases, majoring in a related subject may be acceptable, or even preferable, depending on your ultimate goals. Popular alternative options to marketing include advertising, journalism, communications, or computer information technology. It’s also possible to select these subjects as minors, which can help to diversify your knowledge and skills further.
Once you have completed the necessary academic degree program(s) in marketing or related subjects, choosing to pursue one or more relevant professional certifications might be beneficial. There are numerous credentials available, making it easy to specialize in particular sub-fields or tailor your skills toward work in certain industries. While certification is not a standard requirement for employment in this field, many employers do tend to give preference to candidates who possess additional credentials during the hiring process. Additionally, certifications can lead to promotional opportunities and higher pay potential.
Many companies and organizations offer certification programs.
While you will need to research which are most appropriate for your career, some popular options include:
- Online Marketing Certified Professional (OMCP)
- Professional Certified Marketer (PMC)
- Sales & Marketing Executives International (SMEI) Certified Professional Marketer (SCPM)
- Digital Marketing Institute’s Digital Marketing Certification
- Google Analytics IQ Certification
- Google Ads Certification
- Facebook BluePrint Certification
- Hootsuite Social Marketing Certification
- HubSub Content Marketing Certification
A common selection among marketing professionals is the Professional Certified Marketer (PMC) credential. This credential is managed by the American Marketing Association (AMA) and is meant to demonstrate professional confidence and skill in marketing strategy, marketing research, data analytics, pricing strategy, customer behavior, and product/servicing positioning. Notably, AMA offers many other helpful certifications, including Digital Marketing Pro and Digital Marketing Expert.
Careers for Marketing Graduates
- Advertising Coordinator
Advertising coordinators identify effective ad strategies to draw consumer attention to the products and services offered by their employers. These professionals typically spend a lot of time organizing print and television media so it is more cohesive. They may also be responsible for overseeing the scheduling advertising campaigns and finalization of content and graphics for television, internet, and newspaper platforms. According to PayScale, advertising coordinators make an average base salary of $45,450 per year.
- Brand Manager
Brand managers oversee how brands or branded trademarks are seen by the public. These professionals help drive advertising and marketing initiatives to ensure that consumers have positive responses to products and services. to PayScale, brand managers make an average base salary of $73,000 per year.
- Business Development Director
Business development directors are responsible for creating effective operational strategies and procedures that extend the reach of marketing campaigns. They typically assess ways that goods and services are advertised and provide appropriate action plans. They may also fine-tune departmental procedures, negotiate with suppliers, and investigate potential legal matters. According to PayScale, business development directors make an average base salary of $105,900 per year.
- Digital Marketing Manager
Digital marketing managers ensure their employer’s goals and values are incorporated into marketing projects as they are developed. They typically work with new media and digital marking teams to ensure expectations are met in a timely manner. They may also manage various digital marketing efforts on social and digital media platforms. According to PayScale, digital marketing managers make an average base salary of $68,000 per year.
- Marketing Analyst
Marketing analysts help companies and organizations make marketing programs more effective by providing insight about advertising efforts for specific products or services. These professionals identify initiatives and develop strategies to test overall performance while utilizing predictive statistics, customer profiling, and data analysis. According to PayScale, marketing analysts make an average base salary of $57,050 per year.
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- Media Buyer
Media buyers purchase appropriate television, radio, and internet ad space for advertising purposes. They coordinate with colleagues and/or subordinates while tracking marketing trends and assessing consumers’ responses to ads in particular media forms. They also facilitate agreements with agencies that sell ad space. According to PayScale, media buyers make an average base salary of $50,500 per year.
- Operations Manager
Operations managers ensure goods and/or service production runs smoothly and effectively. They may oversee one or more departments including purchasing, warehousing, and manufacturing and spend a lot of time verifying that products meet or exceed expectations. According to PayScale, operations managers make an average base salary of $68,450 per year.
- Social Media Manager
Social media managers oversee social media pages and profiles. These professionals are often responsible for posting important updates, executing marketing strategies, and communicating with customers. They may also write company statements and respond to questions, concerns, and inquiries. According to PayScale, social media managers make an average base salary of $53,100 per year.